César D. Velandia

Content Marketing

From advanced guide to content marketing[1]

Chapter 1: Build a strong foundation

New marketing is about the relationships, not the medium

Ben Grossman

What is it?

  • A Strategy
  • Production and publishing of information
  • Builds trust and authority between ideal customers


  • Helps Relationship building
  • Grants Recognition as a thought leader
  • No hard sells, but drives sales


1) Create a simple document

Write Decisions > How to structure and manage your CM efforts

  1. Name Content Plan [year]

  2. Create a channel plan table with these headers


Content Types, Channel, Objective, Structure, Frequency, Tone, Desired Action, URL
  1. Underneath, create a core message table


Item, Message/Topic, Summary/Topic 


Target Audience, Mission Statement, Core Message or Question, Secondary Messages 
  1. Underneath, create a business objectives table


    Business Objectives, Business Impact, Benchmark, 1st Quarter Results, 2nd Quarter Results, 3rd Quarter Results, 4th Quarter Results

or get the template here or edit online

  1. https://www.quicksprout.com/the-advanced-guide-to-content-marketing-chapter-1/ ↩︎